Pretty Cool Games has been launched by two veterans of the hit title Human : Fall Flat – Sitara Shefta, who will serve as chief executive officer, and Will Dudley, appointed chief creative officer. Their ambition is to create a studio that not only produces high‑quality games but also treats its staff fairly, offering rewards that are directly tied to the success of their projects. Shefta brings a wealth of experience to the venture.
She previously held the position of CEO and studio head at No Brakes Games Tenerife, where she oversaw the development of Human : Fall Flat. In addition to her industry leadership, she has been elected to the board of directors at TIGA and participates on the BAFTA Games Committee, giving her a broad perspective on both the creative and business sides of game development. Dudley, the studio’s CCO, was an early member of the Human : Fall Flat team and has a résumé that includes stints at Sony Interactive Entertainment, Lionhead Studios, Rare, and Marmalade Game Studio.
His background spans both large‑scale productions and smaller, experimental projects, equipping him with a versatile skill set that complements Shefta’s strategic vision. To get the fully remote, UK‑based operation off the ground, Pretty Cool Games secured an undisclosed investment from Hypergryph, the Chinese developer best known for the popular mobile RPG Arknights: Endfield. Shefta explained to GamesIndustry.biz that while raising capital can be challenging in the current market, the appetite for fresh, inventive games remains strong. She highlighted the chemistry that developed early in talks with Hypergryph: “They loved our concept, backed our long‑term studio plan, and embraced our off‑beat ideas.
It was important to us that our partner was also a game developer who wanted to support other creators.” According to Shefta, the bulk of the funding will be directed toward the studio’s debut title. The game draws creative inspiration from a diverse set of sources: Nintendo’s legacy of playful design, Hazelight’s narrative‑driven cooperative experiences (the makers of *It Takes Two*), the immersive storytelling found in Disney theme‑park attractions, and the physical comedy of classic cinema such as *The Pink Panther*.
The goal, Shefta says, is to craft an experience that remains memorable and enjoyable for years after its initial release. “We want something timeless, something that players will look back on with delight,” she emphasized.
“Creativity is a pillar of our studio, and we want that creativity to flow to the players. By leveraging the freedom inherent in a physics‑based game and pairing it with clever level design, we can enable wildly unpredictable and hilarious scenarios.” The investment also allows Pretty Cool Games to build a small, focused team that can be sustained over the long term. Currently, the studio employs four full‑time staff members and plans to grow to ten. Upcoming hires include leads for design, level design, environment art, and concept art, with additional contract positions slated for quality assurance, character art, audio, UI, and a composer.
Shefta stresses that keeping the core team compact helps maintain an ambitious yet realistic scope for their projects. Shefta also highlighted the studio’s commitment to employee welfare.
In an industry where recent mass layoffs have left many developers disillusioned, Pretty Cool Games intends to reward its team through mechanisms such as share schemes, ensuring that when a game succeeds, the benefits are shared by everyone involved. “We want a studio that combines the polish of AAA with the agility of a small indie team,” she said.
“AAA taught me the importance of disciplined quality, but it also showed me how massive budgets can lead to waste and make recouping costs difficult. Indie development lets us experiment quickly, focus on what feels right, and iterate without the overhead of a huge bureaucracy.” Shefta believes that a smaller team gives each member a greater influence on the final product, which is more fulfilling for creative professionals. “When everyone can shape the game, the experience becomes more meaningful for us as creators,” she noted.
Ultimately, Pretty Cool Games aims to put both player enjoyment and employee wellbeing at the forefront of its philosophy. While launching a new studio inevitably brings challenges, the founders are confident that their combined experience and clear commitment to ethical development practices will guide them through. “We’ll rely on the knowledge we’ve built over the years and stay true to our promise of building games the right way,” Shefta concluded.
The studio is also actively seeking additional investment and a publishing partner for its inaugural title, hoping to secure the resources needed to bring their ambitious vision to life while maintaining the sustainable, employee‑first culture they have set out to build.